Household Sync, a technology that allows consumers to be reached on different types of connected devices through connection to the same network, with the difference of integrated display of advertisements, is now being offered in Brazil by Siprocal. The media technology company, which focuses on helping to grow the user base and monetize campaigns on multiple brand and company devices, is now integrating the new technology into its portfolio of solutions and projects better assertiveness in campaign retargeting.
The technology strategy consists of displaying the first stage of the campaign through Connected TV (CTV) or on broadcast services. streaming. In this way, by consuming content that makes sense with their preferences, the viewer is more likely to pay attention to the advertisements presented at that moment, creating great chances for brands to reach a highly engaged and receptive audience.
Then, retargeting is carried out, when the same users receive a push notification on their mobile devices, coming from some applications, such as those from the cell phone operator, with the brand’s content. This step can happen within minutes or days after the advertising piece is displayed on the first device, always reinforcing the brand and campaign recall.
This is the moment of interaction with the brand. When opening the notification that comes after the ad on CTV, the person is redirected to a specific destination aimed at conversion, which can be a landing page, app download, e-commerce and service channel. Therefore, with the use of Household Sync, we are transforming streaming into a performance channel, not just branding, says Nadav Peretz, VP of Product at Siprocal.
The executive also explains how the technology behind synchronization works.
To do this, we use some identification techniques that allow the crossing of information and carry out a match between different devices. For example, if devices are connected to the same local network, they probably have the same IP address, which is validated at several levels and always updated to guarantee data accuracy. Thus, our platform understands that these devices are in the same home, and sends advertisements to the user, explains the VP of Product.
The strategy, which has been gaining prominence in several markets around the world, does not yet have a large following in Brazil, but is proving especially promising in the country for 2024, considering that CTV is already present in more than 60% of households in the country , according to a survey carried out by Kantar Ibope.
Furthermore, another benefit for businesses that use Household Sync is obtaining valuable insights into consumer behavior and campaign effectiveness, based on the analysis of data generated by the platform, which is collected in compliance with the General Protection Law. of Personal Data (LGPD). With this, it is possible to better understand the preferences, interests and consumption habits of the target audience, allowing brands to reach them in a more personalized and assertive way.
Today, advertisers not only want to invest in a product, but also in a solution that maximizes the impact of their advertising investments. Household Sync responds to this demand by offering greater precision in campaign targeting, ensuring that messages are delivered at the right time. At the same time, by displaying complementary advertisements in different media within the same house, companies can create a more engaging and memorable narrative, increasing brand recognition and the chances of conversion, concludes Peretz.
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